Research On Product Positioning Of S Liquor Industry' SD Series

Liquor occupies a very important position in China and has a large number of consumers.With the rapid development of China's economy and the continuous increase of urban residents' income,people have certain requirements on the quality of life and the quality of food,the consumption concept is gradually changed and consumption is constantly upgraded.But the "eight regulations of the state","six interdict " and a series of restrictions and the consumption of " three kinds of public consumption " policy makes high-end liquor sales limited and part of the enterprise of high-grade liquor prices in and adopted a policy of " limit quantity",it provides a broad sales space for the sub-high-end liquor market and drives the sub-high-end liquor into the accelerated development stage,thus ushering in the sub-high-end liquor golden era.As the leader in the sub-high-end market of liquor,the SD series of S liquor industry deserves the learning and reference of similar liquor brands for its successful experience.Of course,it also has the problem that the positioning implementation is not in place.In this paper,in the face of SD series of obstacles,and the growth of the huge development space,SD series of S liquor industry product positioning analysis and research,and for their positioning in the analysis of existing problems and challenges,and give reasonable optimization suggestions,it aims to effectively guide the smooth development of marketing activities of S liquor industry,and hope to help S liquor industry and its similar liquor enterprises to achieve enterprise growth.First,this paper focuses on the “5C's-STP-3P's+C” theory and diamond positioning theory induced and built by professor Li Fei.The literature research method,positioning model analysis method,questionnaire survey method,case analysis method and other research methods were used to summarize the status quo of the SD series of S liquor industry,the status quo of the liquor industry,the macro and micro environment,as well as the existing target customers,positioning contents and positioning implementation methods of the SD series.By means of questionnaire survey and positioning perception map analysis tool,this paper makes a systematic analysis of the existing contents of SD series in three aspects: target customers,positioning contents and positioning implementation methods,and effectively evaluates the positioning effect of SD series.Then,through the research and analysis of the future development trend and national policy trend of the SD series of S liquor industry,this paper gives corresponding optimization suggestions for the existing problems and challenges in the product positioning process of the SD series: Focus on the sub-high-end positioning,and constantly improve the quality;Determine the product price ceiling and floor,create a clear product image;Go deep into third-tier and fourth-tier cities,operate by brand teams,promote the 1+1 mode of manufacturers,and reasonably control dealers and sales teams;Promote the transformation of data marketing,adhere to the brand shaping IP,enrich the way of publicity,enhance the relevance of products.From the perspective of practice,the study of this paper has certain reference significance to the brand positioning construction of S liquor industry and similar liquor enterprises.From the perspective of theory,this paper conducts innovative practical application research on the positioning theory of Professor Li Fei.